3 May 2016 09:15
The impact of Facebook Reactions on your business
After lots of customer pressure and discussions about a Facebook “dislike” button, Mark Zuckerberg finally decided Facebook needed new ways for its users to interact with posts!
People needed a different way to leave feedback that was
quick, easy & appropriate for the content shared. The 'Love', 'Haha', 'Angry', 'Wow' and 'Sad' reactions give users the opportunity to quickly
reply with the perfect gesture.
use reactions on Facebook just hold down the ‘like’ button when using your
phone, or hover over the ‘like’ button when using your computer or PC. Choose
a reaction and click!
As with most Facebook updates, it doesn’t take long for
people to start to wonder whether Facebook will be using the statistics gained
from these new reactions, to tailor our newsfeed and the advertisements that we
see here. Will Facebook use the data to
learn more about how different content makes us feel & show advertisements
accordingly? Will the positive
reactions (haha, wow and love) be treated differently in our newsfeed and take on more importance?
Discussions are happening and time will tell, but I think
Facebook will almost definitely be using the data in some way to shape our newsfeed as it learns more and more about
us! Whether you think this is a good or bad thing, I guess, depends on your
relationship with Facebook. Seeing a sponsored post in our newsfeed for
something we ‘Love’ can only be a good thing and could actually be very good
news for businesses!
Will these Facebook
reactions have an impact on engagement levels for your business page?
Firstly, what’s important to note here is that a Facebook
reaction = engagement. Engagement is what, as business owners, we are always
striving to achieve on our page. Whether your audience leave a like or a
reaction – every little helps in increasing our Facebook reach and spreading
the word about your business.
However, what has been noticeable and is a potential issue
with Facebook reactions is that they seem to be decreasing the number of comments that are being left on business
pages. Instead of someone commenting that they love your latest product or are
really impressed with your recent award win, instead they able now to just
leave a reaction. Reactions are great… but a comment will go a lot further in
increasing your Facebook visibility and they help to create a conversation between
you and your audience. Conversation builds relationships AND Facebook reach.
What I would recommend you do as a business owner is to try
& get your audience to leave a
reaction AND a comment by asking questions and asking for their opinions.
Comments can be like *gold dust* so do your very best to make them happen! Ask
questions, ask for feedback, ask for stories – anything you can to make your
audience stop and comment.
Also, as a business owner you should take the time to
explore your new Facebook insights
which include a breakdown of the Facebook reactions and tell you your
audience have responded to your posts. This could be a great asset to your page and allow you to tailor and personalise content knowing how your audience
will react. This ability to personalise your content could allow you to reach
more customers and increase your sales and enquiries by producing targeted
Many business’ in our Introtweet community and Facebook
group feel that the Facebook reactions have made little difference to how they
use Facebook and unfortunately have noticed that engagement has decreased as
a result. But don’t give up hope yet! Try some of these simple ideas to
make Facebook reactions work for your business!
How can you use
Facebook Reactions for your business?
Try using them as Facebook competition entries! Ask
your audience to show you some ‘Love’ by hovering over the ‘Like’ button as a
way to enter your latest competition! Don’t forget though to also ask them to
also leave a comment as this gets much greater visibility and could love to a
great conversation between you and a potential customer.
Use Facebook reactions to react to other business pages’
posts! Engaging with others on Facebook is essentially for creating engagement
on your page and keeping your visibility high – reactions are a fun, but a
quick and easy way for you to engage!
Find out how your potential customers are reacting to other
content on Facebook! Search for a similar business to yours and research what
content gets each different type of reaction – if great visual content gets
lots of ‘Love or Wow’ reactions then try this out on your page!
…and incase you were
wondering Facebook have 100% said they will NOT be introducing a ‘dislike’
button because of it’s negative connotations and the negative impact this
could have on the newsfeed and Facebook in general. Stay positive folks!
Get creative with your business page posts to ensure your
likers continue to engage with you in the best possible way!
Blog supplied by Laura Brown from Introtweet - www.introtweet.com